Electric business giant begins the Spring Festival war

Commercial News (reporter Chong Xiao Meng) Spring Festival will come, not only the traditional shopping malls, supermarkets, the annual taste of the full, electric dealers also become the main battlefield of the sales of New Year. Reporter yesterday to log in many home appliances merchants website found that Taobao, Jingdong Mall and Suning and other sites have been on sale for the Spring Festival. Previously has been the main digital home appliances Xun nets and new egg nets, also launched the Spring Festival area. Industry experts said that the mainstream electric business platform in keeping with hot marketing at the same time, also in the opportunity to carry out category expansion, trying to improve profit margins, increase market share.

Because consumers will visit relatives and friends during the Spring Festival, it is the low season of electricity sales, businesses will generally put more energy on the marketing before the Spring Festival. At present, the domestic mainstream electric enterprises have followed the traditional retailer, on the line of the Spring Festival or channel, a great deal with the physical store a trend. Unlike in previous years, the price competition is different, the electrical business in this year's Spring Festival marketing has injected a lot of social elements. In the industry, and other festivals and marketing for the "festival" different, the spring festival has been given more cultural and folk connotations. For the electrical business, naturally will not miss this business opportunity.

Taobao has been online "Taobao festival". Taobao said that users login "Taobao festival" page and participate in the "couplet" activities, there will be a chance to get "lucky money", each feature pavilion also has a "year smell know how much" problem, consumers participate in the answer can also be free to receive special coupons around the shop. In addition to Taobao, No. 1th store, Cofco I bought nets and other food-driven dealers have also sold the Spring Festival.

Not only that, Xun nets, new egg nets and other household electrical appliances digital electric Business enterprise is the Spring Festival marketing as a category expansion of the experimental plots.

Reporters yesterday found that Tencent's Xun network quietly hung on the Web page to the north and South dry, health food, drinks brewed as the theme of the Spring Festival stores. has been positioned as "consumer electronics retailer," The New Egg Network also launched the special items, sales of food, home, gifts, cosmetics and other general merchandise products.

Xun Network CEO Bu Guangzi said this year, Xun will be 3C digital, automotive supplies extended to large household appliances, small appliances, daily necessities, books, cosmetics and other categories, and will continue to launch a variety of new products starting. According to the reporter understands, at present Xun net is with Ferrero, Brani, the Health Hall, the crown and so on the food domain nearly hundred brand manufacturer close contact cooperation, for the Food category expansion lays the groundwork.

Since last year, the expansion of department stores has become the main means for the electric business enterprises to seek high margin. At present, the average gross profit margin of 3C digital goods sold by the electric Business enterprise is about 5%, and the household appliances are within 8%, but the gross profit margin of clothing, shoes and hats and food and beverage products can reach more than 20%. Research data from McKinsey show that by 2016, the online market of department stores will reach 621 billion yuan, more than 576 billion yuan in the category of 3C goods. This also means that the expansion of department stores will usher in more market opportunities for 3C digital electronics dealers.

Senior E-commerce expert Shangxiang said that the 3C digital category although the high price of customers, but the frequency of repeat purchase is low, so including Jingdong Mall, Xun Network and suning easy to buy, to home appliances digital business enterprises will generally be in the formation of a certain structure and regional layout, began to expand Food, day, department stores category, to enhance user stickiness.